Due to complex interconnections and the undersold model by which the online lead generation industry operates, it is very hard to keep an overview of who is selling leads to whom and how many times. The lack of transparency has attracted many fraudsters which have tainted the image of the lead gen industry quite a bit. That’s why in recent years there has been a clear shift in focus away from sheer lead quanity towards higher lead quality.
This is why lead verification is an essential tool in raising and keeping lead quality standards. If done properly, lead verification can prevent fraud and make lead buyers more efficient.
1. Lead Gen Form
We already mentioned in our last post that a good lead gen form is the basis for generating high quality leads. A good lead gen form can automatically filter out invalid data. For one, lead gen forms should be as user-friendly as possible to make it easy for users to complete forms. They shouldn’t be too time-consuming or too long, otherwise users may be less willing or likely to submit their correct information. You should also test which colors and Call-To-Actions (CTAs) are most appealing to consumers by split-testing campaigns. Moreover, forms need to be fast and work on all browsers.
Moreover, automatic error messages and corrections can make a huge difference in supplying you with usable data. For example, if users insert 9- instead of 10-digit phone numbers, or emails are missing @signs or ZIP code combinations don’t exist, users should not be able to submit their forms and get immediate notifications that the data supplied is not valid. This is another reason why it is important to use real-time error messages and not server-based messages which tell users which fields could not be processed after they already submitted. This can significantly reduce sales inquiry submission rate.
2. User Behavior
There are many internal verifications that are time- and cost-efficient. And, they will help you to determine the rate of actual buying intent. Do ZIP codes match the area you’re active in? Does their information match with your desired target group? Moreover, the time that is spent on forms can also give you an insight into the buying intent of the lead – if the form was filled in too fast, may you be dealing with a bot? All these elements are important in focusing your sales efforts on the right inquiries.
3. External Lead Verification Companies
In covering all bases, external lead verification companies can help to verify user data by cross-referencing information with third-party databases. This can guarantee that the information supplied is tied to the right name and that leads can be reached under contact data that was submitted. ReviMedia is working with companies such as eBureau and BriteVerify to check if data is consistent with other records. Moreover, ReviMedia has integrated LeadID which gives leads an ID when they are generated, showing when and where leads were generated.
Lead Verification can help tp make sales efforts more efficient and to overall improve lead quality. If you can determine the buying intent before contacting consumers, time spent on trying to contact users who submitted invalid data, or who are not interested in buying can be significantly reduced.
ReviMedia’s lead exchange platform LXP triple-verifies all leads and scores them according to 30 parameters in order to give an overall picture of the quality and potential salability of leads.